E-Retailer Nasty Gal opens boutique in Santa Monica

Nasty Gal, the well-known online retailer, recently just opened up its second start on March 27. Located on the Third Street Promenade of Santa Monica, the 6,500 square foot shop is the company’s newest brick-and-mortar store.

With a huge neon sign that reads “I still remember what I was wearing when it happened,” and a modernistic new space, the store welcomes its new and returning Nasty Gal customers. The industrial fixtures and retro design give the store an ambience that reflects its style and nature of its clothes.

Nasty Gal, the brainchild formed by founder Sophia Amoruso, held its grand opening last Friday. “I am so lucky to be in constant conversation with our [customers]...We plan to apply this knowledge to what will eventually be a dominating retail presence with stores nationwide,” said Amoruso.

Nasty Gal is known for carrying colorful, edgy separates, swimwear, as well as iconic vintage pieces available only through their e-commerce site. The store will be the second of Nasty Gal’s brick-and-mortar stores. “We are proud to introduce an entirely new format for Nasty Gal retail,” said CEO Sheree Waterson. With the new outlet, consumers are able to get a more tangible shopping experience.

The store will continue onward with the original style of Nasty Gal by offering their accessible trendy clothing. In addition to its in-house brand, the store will carry labels including Moschino, Chanel, and Louis Vuitton that range in price from 200 dollars to 2,000 dollars. “Our Santa Monica store offers a broader range of styles as well as focused destination areas throughout,” said Waterson.

Nasty Gal’s second store in Melrose opened in November before its Santa Monica sister store. Both stores were designed by Rafael de Cardenas, an architect who brought his post-80’s style to both establishments. The Santa Monica store is a larger store front complete with a shoe salon and denim bar. The location of the shop is 1254 3rd St. Promenade.